Case Study: 1-800-Flowers
OPPORTUNITY
In the face of growing competition 1-800-Flowers hired Roth Radio Group to support their 10 largest markets during the biggest three weeks of their year, the weeks leading up to Mother’s Day.
THINKING
Based on our research of sales trends from previous years, Roth Radio Group discovered that the vast majority of people order their gifts on a few selected days, specifically within one week leading up to the holiday.
Roth Radio devised a highly customized program that would saturate those key days to both garner the greatest sales possible for 1-800-Flowers while limiting the opportunities for their competitors to effectively use radio in our selected markets during that same time.
TACTICS
Our customized program was initiating a 360˚ approach, which included:
- Radio commercials of varying lengths
- DJ endorsements
- Gift card giveaways
- Promotions
- Sudden Impacts
- Live interviews with company CEO and sound bites aired on numerous radio stations
- Guerilla marketing – supported by radio stations
RESULTS
1-800-Flowers saw double-digit sales increases in the targeted markets versus previous years and subsequently increased its use of radio substantially as part of its ongoing non-holiday advertising program.
